Apple is set to reshape expectations for smartphones and business devices at its September 9 2025 event. The company is widely expected to unveil an ultrathin model called the iPhone Air alongside the iPhone 17 lineup and refreshed Apple Watch Series 11 models. Beyond hardware, the keynote will showcase Apple Intelligence and new on device AI features that matter to both consumers and enterprises.

Why this event matters for business

The smartphone market has slowed and Apple faces pressure from companies building AI first experiences. The rumored iPhone Air is more than a design refresh. It signals a renewed focus on productivity and privacy with AI that runs locally on the device. For organizations that rely on iPhone based workflows this could change expectations for voice automation, offline assistants and intelligent data capture.

What to expect from the product announcements

• iPhone Air Expected to be Apples thinnest phone with an ultrathin profile and premium positioning. Designed to highlight Apple Intelligence and advanced on device AI features.
• iPhone 17 lineup Standard models with incremental hardware upgrades and deeper integration of Apple Intelligence across core apps and services.
• Apple Watch Series 11 New health monitoring and battery improvements along with tighter AI driven notifications and productivity tools.
• Pricing changes Reports suggest price increases across some product lines reflecting premium AI processing and global inflation. Businesses should expect higher device acquisition costs.

Key AI features to watch

Apple Intelligence is positioned as a privacy conscious suite of on device AI capabilities. Highlights likely to matter to businesses include:

• Advanced personal assistant features that operate offline for greater privacy and reliability.
• Real time translation and transcription useful for field teams and global meetings.
• Automated document summarization and intelligent suggestions that speed up workflows.

Business implications

Here are practical considerations for IT leaders and decision makers:

• Workplace expectations Employees will expect similar AI driven experiences in business apps as they see on consumer devices. This will raise demand for smarter mobile software and integrated enterprise solutions.
• Budgeting and total cost Higher sticker prices mean organizations should plan for increased procurement costs but also consider potential productivity gains from AI enabled features.
• Privacy and security On device AI reduces reliance on cloud processing for sensitive tasks which can simplify compliance and reduce data exposure risks.
• Developer and integration opportunities The mainstreaming of Apple Intelligence opens new avenues for partner apps and mobile workflows that leverage local models for fast, private inference.

How to prepare

Business leaders should start by evaluating current mobile workflows and identifying areas where on device AI could deliver immediate value. Consider pilot programs for teams that handle field data capture, customer interactions or translation needs. Update procurement plans to include expected price changes and explore trade in and device lifecycle strategies to offset higher upfront costs.

Watch and learn

If you want real time coverage use search phrases like "watch the 2025 Apple event live" and "Apple September 2025 event pricing" to find livestreams and minute by minute analysis. After the keynote compare models with queries such as "iPhone 17 Air vs iPhone 17 Pro specs comparison" to decide which devices fit your needs.

Conclusion The iPhone Air and Apple Intelligence could accelerate enterprise adoption of AI by normalizing private, local intelligence on familiar devices. Discover how these changes affect your technology roadmap and learn how to budget for premium AI enabled hardware and services.